郑州前期市场调研报告.ppt

MST 08-March-2004 An Overview of the Wholesales Market and Other Professional Markets 批发及其它专业市场概况 Competitors Comparison竞争对手比较 Advantages优点：Supermarkets combined with department stores attract many customers.Another small one near residence store has low consuming volume per person but enjoys good sales of promoted commodities 百货商厦同大卖场结合的经营模式，借助商厦带来不少客源。另一家为社区店性质，客单价较低，促销商品热销。 Disadvantages缺点：underground location makes one feel oppressed. Because of low quality of consignment,commodities of HL and Apparel are of low quality and low priced 地下结构，略显压抑。由于当初招商质量较低，导致百货（特别是服装）质低价廉。 Survey Target Confirmation调研对象确定 Major survey target 主要调研对象 Minor survey Target 次要调研对象 丹尼斯中原店 世纪联华经三店 Major Survey Target- Dannis Zhongyuan Store 主调研对象－丹尼斯中原店 Environment周围环境：Many residence zones nearby but neighboring traditional western industry area 多居民小区，但紧邻西部传统工业区 Area面 积：11,000－12,000sqm Display陈 列：Ordinary shelves; of the best display locally普通货架陈列，标准是当地诸卖场中最好的 Opening time营业时间：9:00-21:00 Number of Cashiers收银台数量：27 Customers flow客流情况：Few customer in ordinary time but lots in holidays平时与节假日客流相差较大 Transportation交 通：underground park and convenient transportation有地下停车场，附近交通便利 Recreation休闲美广：snack store Decos有快餐二线品牌 ‘德克士’ The first entering ZZ 首先进入郑州的卖场品牌 Minor Survey Target- Century Mart Jinsan Store次调研对象－世纪联华经三店 Environment周围环境：many residence zones of top grade nearby周围分布较多中高档居民小区 Area面 积：10,000sqm Display陈 列：Imitating Carrefore; serious repeated display模仿家乐福，重复陈列情况严重 Opening time营业时间：8:30-21:30 Number of Cashiers收银台数量：44 Customers Flow客流情况：Most customers come from nearby residence zones主要客源为附近小区居民 Transportation交通：slightly located in North;near buses; many taxis available选址偏北，但有公交线路。Taxi等候较多 Recreation休闲美广：McDonald’s有麦当劳 目 录 Layout/Section信息 竞争对手信息 宏观信息 商品特征 商品比较结果 Layout/Section信息 丹尼斯中原店Layout Section Count of Dannis Zhongyuan Store-Dry 丹尼斯中原店Section数统计－Dry 丹尼斯中原店Section数统计－HD 世纪联华经三店Layout 世纪联华经三店Layout 世纪联华经三店店Section数统计－Dry 世纪联华经三店店Section数统计－HD 目 录 Layout/Se